Brand research

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Brand research is a sub-discipline of marketing research and deals with brands (in the sense of marketing) as objects of scientific knowledge .

Brand management is one of the focal points of brand research . Typical questions are: "What should be considered when introducing new brands?" - "How far can brands be stretched, where are the limits?" - "Which advantages and disadvantages speak for or against different brand strategies?"

Scientific legitimation

The importance of brands as research objects results from the following facts, among others:

  • Brands have a high priority in marketing because they influence a wide range of decisions by business subjects .
  • Brands have a sociological function. People surround themselves with brands to demonstrate that they belong to social groups or to differentiate themselves from these.
  • Brands also shape everyday language . The use of trademarks and the meanings associated with them is therefore the subject of the latest linguistic research approaches .

However, when it comes to actual brand research, a distinction must be made between scientific investigations (such as business semiotics) and brand research agencies that are geared towards the needs of the economy and primarily carry out investigations that are relevant to the brand managers of companies. Scientific brand research is not limited to questions about successful brand management or change, but also has to ask questions about the negative consequences of brands or social conflicts about the influence of brands, for example. However, this rarely happens in the business-related market research agencies.

Individual evidence

  1. ^ Inga E. Kastens: Linguistic brand management. The language of brands. Development, implementation and potential effects of an action-oriented brand management approach ; Lit, Berlin a. a. 2008, ISBN 978-3-8258-1844-9 .
  2. ↑ See Klein 2001.

literature

  • Sustainable branding strategies for food retail companies ; in: trade research . BBE-Verlag 2003, Cologne, pp. 85-105.
  • From the Great Bustard to Adam & Eve. Integrated communications for a service brand ; in: Transfer - Advertising Research & Practice . Issue 3/2003.
  • Brand Architecture. The View of Practitioners ; in: Paper presented at the 2004 Marketing Science Conference . Rotterdam 2004.
  • Naomi Klein: No Logo! - the struggle of the global players for market power - a game with many losers and few winners; from the American; Riemann, Munich 2001.
  • Andreas Strebinger, Günter Schweiger: Advertising and brand research. Milestones, State of the Art, Perspectives ; 1st edition, Gabler, Wiesbaden 2006, ISBN 978-3-8349-0395-2 .